Nestlé Ireland’s Confectionery’s flagship brand KITKAT has announced the latest in a series of major initiatives for 2015 with the launch of new KITKAT Snap & Share.
With stock available from mid-August, the 170g sharing block will be available in two flavour variants: Milk Chocolate and Cookies & Cream. Each has an RRP of €3.63*
Firstly, the bars are designed so consumers can “Snap & Share” them with friends and family. Secondly, chocolate blocks are known to have a younger audience compared to chocolate in general and are therefore expected to introduce KITKAT to an even wider audience. KITKAT products are typically eaten as a snack during the day, whilst total chocolate blocks consumption is skewed towards the evening.
Maria McKenna, Marketing Manager, Nestlé Ireland said: “New KITKAT Snap & Share is set to introduce the much loved KITKAT brand to a wider audience of consumers as well as a wider array of consumption occasions. In a category that is increasingly challenged by commoditisation this new more indulgent KITKAT, coupled with the positioning of meaningful social experiences, drives a higher value perception with consumers and can therefore help the entire category ‘value-up’. With the support of a media campaign to generate awareness of the launch, shoppers will be looking for the new bars in store. Retailers are therefore advised to stock up and display them off-shelf in high footfall areas so shoppers cannot miss them.”
The launch of KITKAT Snap & Share comes on the back of the brand’s ongoing major marketing campaign – Celebrate the Breaks – which recognises that no two individuals are the same, so why should their breaks be?
The bars will also join the newly launched AERO Mousse chocolate block, which has been available from June.